Innovation in Rural Marketing in India
Innovation Title:
Innovation in Rural Marketing
Synopsis:
Goldplus is a mass market Jewellery Brand, present in tier 2 and tier 3 towns only. The chain has 22 stores running and is expanding rapidly. Traditionally, Family jewelers have dominated jewellery market in semi-urban/rural India. The level of acquaintance, relationship and so called “trust” have been playing vital role in selling gold. The fact is that the purity level in these markets is very poor.
The Task was to create awareness and educate customers on gold and purity standards. It was not possible to achieve this through Mass Media because of the reach, cost involved and literacy levels.
With the constraint in mind the team decided to have a systematic approach and extensive on ground activities to educate the masses on gold and create awareness on the availability of facilities like Karatmeter in Goldplus stores.
Why do you think this is innovative with respect to domain/industry
Traditional jewelers have been using the manual touch stone method to check the purity of gold. But the reliability of this method is very low as the prediction varies based on the person’s experience. Also the customer is unable to comprehend the method. Using the ignorance of people, the jewelers prefer to continue with this method.
Media penetration is limited in rural due to poor literacy levels. The desired awareness levels could not be achieved through these conventional medias.
The team decided to take a different and more economical route to achieve the target. A conscious call was taken to educate the customers. Also a target was taken that every store would reach out to 3 Lk people in a time span of 1 year. The project is named – 300*1000 project.
No one in the industry has made efforts to educate people on gold. Also unfortunately the practices are not transparent. Goldplus decided to own the education program and bring transparency in the business. Gold plus adopted a new innovative
Innovation in Rural Marketing
Synopsis:
Goldplus is a mass market Jewellery Brand, present in tier 2 and tier 3 towns only. The chain has 22 stores running and is expanding rapidly. Traditionally, Family jewelers have dominated jewellery market in semi-urban/rural India. The level of acquaintance, relationship and so called “trust” have been playing vital role in selling gold. The fact is that the purity level in these markets is very poor.
The Task was to create awareness and educate customers on gold and purity standards. It was not possible to achieve this through Mass Media because of the reach, cost involved and literacy levels.
With the constraint in mind the team decided to have a systematic approach and extensive on ground activities to educate the masses on gold and create awareness on the availability of facilities like Karatmeter in Goldplus stores.
Why do you think this is innovative with respect to domain/industry
Traditional jewelers have been using the manual touch stone method to check the purity of gold. But the reliability of this method is very low as the prediction varies based on the person’s experience. Also the customer is unable to comprehend the method. Using the ignorance of people, the jewelers prefer to continue with this method.
Media penetration is limited in rural due to poor literacy levels. The desired awareness levels could not be achieved through these conventional medias.
The team decided to take a different and more economical route to achieve the target. A conscious call was taken to educate the customers. Also a target was taken that every store would reach out to 3 Lk people in a time span of 1 year. The project is named – 300*1000 project.
No one in the industry has made efforts to educate people on gold. Also unfortunately the practices are not transparent. Goldplus decided to own the education program and bring transparency in the business. Gold plus adopted a new innovative